A steady shift in digital behaviour across the country has pushed India’s internet user base past a major milestone, with rural adoption and the growing use of artificial intelligence playing a central role in this growth.
India had more than 950 million internet users in 2025, supported by rapid expansion in rural areas, rising use of AI-driven features, and the increasing popularity of short-form video, according to an industry report. Active Internet Users (AIU) grew around 8% year-on-year to 958 million, positioning India among the world’s largest and fastest-changing digital markets.
Rural India now contributes about 548 million active internet users, accounting for over half of the total base. Growth in rural regions is nearly 4 times faster than in urban areas. At the same time, nearly 579 million people, or 38% of the population, remain non-active internet users, highlighting both the depth of the digital divide and the potential for future expansion.
The data is based on a nationwide study conducted by an industry body in partnership with a research firm. The survey covered more than 87,000 consumers across 400 towns and 1,000 villages.
AI usage is becoming mainstream. Around 44% of internet users now engage with AI-powered features such as voice search, image-based search, chatbots, and AI filters. Adoption is strongest among younger users, with 57% of those aged 15–24 and 52% in the 25–44 age group reporting AI usage over the past year.
Short-form video continues to drive engagement at scale. About 588 million users, or 61% of India’s internet population, consume short videos. Rural users now slightly outnumber urban users in this category, with usage highest among younger audiences.
E-commerce activity remains concentrated in cities. Around 230 million urban users, or 56% of the urban active internet base, shopped online in the past year. Quick commerce and social commerce are gaining traction alongside established platforms.
Access to the internet across multiple devices is also increasing. India now has 193 million multi-device users, making up about 20% of active users, compared with 165 million in 2024. Shared devices continue to enable access, with 18% of users relying on someone else’s mobile phone, nearly 80% of them in rural areas.
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